The elevated use of internet, social media and technology has removed the hurdles for small brands to make their entry in the retail and consumer market that was predominated by the giant names holding massive market shares and earlier had the ability to suppress the new entrepreneurs to create a mark through various ‘techniques’.

But with customers needs changing the affinity is the strong bond created by the alignment of the customer preference with the product/service/value offered by a brand. And in order to plot these affinities, four bases of customer segmentations are used; namely demographic, behavioral, psychotic and geographic.

To have a thorough understanding of this concept, we spoke with Super Coffee’s Director of E commerce's “Christopher Tiffin” and discussed the process of using a DTC (Direct to Consumer) business model through social networks and independent of retailers and distributors.